A white-label brand tucked inside a big retailer. Is the way out omni-channel?
JCPenney Optical THE ASTONISHING
CASE OF THE INVISIBLE GLASSES
Go in JCPenney’s main entrance. Wander past Women’s and Juniors’ clothing. Get lost in Men’s and Shoes. Hunt for the down escalator. Make a wrong turn into Salon or Portraits. You may need new glasses, but that’s not the reason you can’t find JCPenney Optical.
JCPenney Optical, a white-label brand operated by US Vision, is hidden away, back in a far corner of the department store. Little signage. Scarce real estate. Virtually no presence on JCPenney’s homepage. And they don’t sell online. No wonder, even with JCPenney’s very loyal customer base, only 1% buy their frames from Optical. 60% of JCPenney customers don’t even know they exist.
The optics of optical retail.
The fact is, optical retail is highly fragmented and competitive. Price rules. An over-reliance on promotions leads to little differentiation. Online disruptors like Warby Parker and Zenni have challenged the dogma of in-store try-ons. And the purchasing cycle is 2+ years. But still. We had to find a way to make a small voice a lot louder.
Digital would drive with
an “always-on” approach.
Mangos’ strategy was simple. We would build awareness with the low-hanging fruit of JCPenney loyalists. We knew three things: Digital would drive with an “always-on” approach. We would evolve from functional to fashionable to shorten the purchasing cycle. And we would focus on the segment that, generally, has the last word: Moms.
Mom and Omni-channel.
Our key target was the “Modern American Mom.” She is young. Stylish. Social. Rushed. Stressed. She’s on-the-go, on a budget, online. She wears the title “mom” as a badge of honor. We needed to reach her where and how she prefers – but most of all, when she is ready to buy. For herself or her family.
Our omni-channel plan was designed to layer JCPenney Optical awareness into the market. We targeted current shoppers demographically, behaviorally and contextually, as well as their past purchase history. We set a geo-target of a 10-mile proximity to each store.
Evergreen tactics like paid search and programmatic display provided air cover. Seasonal tactics for key selling times like “Back to School” used native video content, custom editorial content and radio sponsorships to boost sales. Our organic social media strategy not only featured eyewear, it wove in accessories and #OOTD (“outfit of the day”). Bringing it all together for a time-starved mom.
The high-performing carousel unit on Facebook paired eyewear fashion messaging with accessories from JCPenney for a more integrated experience.
We managed and developed content for Facebook, Twitter and Instagram social campaigns.
Activating the Influencers
Did we mention that the “Modern American Mom” is social? She follows lifestyle, fashion and mommy bloggers. She trusts regular women, seeks engaging, visual content and is hungry for shared parenting tips. Our social influencer program leveraged some ordinary moms (who had a whole lot of followers and high volume content) to spread the word – in their own words – about JCPenney Optical.
With a goal of increasing awareness and driving website traffic, which correlates to in-store sales, JCPenney Optical saw a 24% increase in organic search traffic. A 249% increase in email traffic. A 139% increase in social engagement. 127 million social impressions. And increased sales during the key seasons of Spring and Back-to-School.